Saying that new mobile tools such as apps are driving the future in every aspect of life, including travel, he added, “Mobile advancements through HTML5 and mobile apps will continue to play a critical role to maximise operations and ultimately, the bottom line for travel companies.”

Mobile users are utilising their devices an average of 94 minutes per day in apps and 72 minutes browsing the Web compared to 43 and 64 minutes per day respectively, just a year and half ago .

By 2015, 183 billion cumulative downloads are expected, up from 11 billion in 2010, with social and location features contributing to a shift away from paid download revenues to in-app purchases and advertising. Much of the development and innovation to support demand is expected to be derived from Asia, said Abacus.

Rapid advances in HTML5 coupled with the advantages of lower cost and faster development time make it the most-effective platform to reach a wider audience regardless of device. HTML5 can be deployed on a wide range of mobile devices, from iOS and Android to Windows Phone and Blackberry. Sales of mobile devices with full HTML5 support within its web browser are expected to reach one billion next year, compared to 336 million in 2011 .

“This is an exciting time to be building new travel solutions. The widespread adoption of smartphones and tablet devices along with the headway made by HTML5 has added new dimensions to the way we can connect with our customers and travellers, and enhance the overall user experience,” said Brett Henry, VP Marketing, VP India, Abacus International.

Companies like Salesforce, Slideshare and Pandora have already signed up to push for the adoption of the HTML5 standard. Even Facebook recently launched its HTML5 resource centre in an attempt to help designers build, test and deploy Web applications.

“The Abacus strategy is to provide the best user experience for the task at hand; it’s not just about rolling out the latest technology fad,” Henry said, citing solultions such as Abacus VirtuallyThere and Abacus WebStart.

“A key priority for most organisations now is the deployment of mobile solutions in order to boost customer engagement. Abacus is leveraging this growing phenomenon to both support third party developers as well as offer an enhanced user experience for our customers, the travel companies. They simply utilise this new technology in a seamless manner through existing productivity solutions,” added Henry.

The demand for access to business information and applications through mobile devices has surged into the travel workforce. Half the equipment on corporate networks will be mobile devices by 2015, 34 per cent of employees will use smartphones to communicate with their companies in 2012 and the importance of data plans are fast outweighing voice plans .

Mobile technology ultimately allows for companies to have an unprecedented level of connectivity among employees, vendors and/or customers. Workers can utilise mobile technology to enable direct communications with these audiences in a variety of ways.

“Travel companies need to embrace these new communication channels in an integrated way,” said Bailey. “Powerful networks, a wide variety of devices, robust mobile platforms and applications and widespread adoption of mobile have all paved the way to bring wireless into the mainstream of doing business today.”

“With the potential of turmoil in the economy, travel companies need to be cognisant of the best technologies available and take advantage of the opportunities. Data is king in a mobile community, and companies nowadays need help to leverage these data assets, increase employee productivity and improve overall growth – all key areas of focus in 2012 and beyond.”